Research released yesterday in the US offered the wine industry hope as it suggested that both the young and ethnic segments of the population are joining the ranks of the nations wine consumers.
Scarborough Research unveiled the results of a national survey of wine consumers, which said that over a third (39%) of US adults, age 21 and older, have purchased wine in the past three months.
Go deeper with GlobalData
Among its findings was confirmation of the well-held belief that the wine consumer is more affluent (33% have a household income of US$75,000+) and better educated than an average American (39% have attended some college).
But interestingly, a quarter (25%) of wine purchasers are between the ages 21-34 and nearly half (45%) are between the ages 35-54. Furthermore, the ethnic make-up of wine drinkers closely mirrors the ethnic breakdown of the US population with 10% of wine consumers being African-American and 10% Hispanic.
“When painting a picture of the American wine consumer, most advertisers would render a drawing of a person who is Caucasian, older, affluent and well-educated,” said Alisa Joseph, vice president of advertising marketer services, Scarborough Research. “However, the Scarborough Wine Market Report shows a portrait of a wine consumer who is also multi-cultural and multi-generational.”
Younger wine consumers, the report said, are more apt to pay a higher price for a bottle of wine. Wine consumers aged 21-24 are twice as likely than the average purchaser to spend US$20 or more on a bottle of wine, and those age 25-34 are 76% more likely to pay for high-end wine while adults, aged 65 or older, are 74% less likely to pay top dollar for wine. Additionally, Champagne purchasers are 29% more likely to be between the ages of 21-24.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData
The Scarborough report also establishes a correlation between the price point of a bottle of wine and ethnicity. Only 6% of drinking age adults spent more than US$20 for a bottle of wine, but Hispanic wine consumers are 96% more likely to spend US$20 or more on a bottle.
Additionally, African American wine purchasers are 39% more likely to reach for the higher-priced wine labels. African-American wine consumers seem to have an affinity for Champagne or sparkling wine. This consumer segment is 59% more likely to purchase a bottle of Champagne or sparking wine than the average wine consumer. Hispanics are also slightly more likely (13% to purchase Champagne.
“The findings of the Scarborough Wine Market Report demonstrate that it is increasingly important to develop marketing strategies that will cross generations and ethnicities,” said Joseph. “Understanding the significant differences in the demographics and lifestyle of wine consumers are all key factors in helping wine marketers more precisely target younger and ethnic consumers. Younger consumers are especially noteworthy for the industry because they offer an opportunity for growth – this demographic is developing tastes now that are likely to last as they age.”
